McD - what you see you don't get.

Advertising watchdogs in the uk have banned McDonald's ad campaign for their new Steak Premiere burger after viewers complained that the sandwich shown in the commercial was thicker and better filled than the real thing.

The ITC sent an investigator to McDonald's restaurants to carry out "anonymous test purchases", and found a "disparity between the quantity of toppings against the television advertisements".

McDonald's admitted to moving some of the toppings to the edge of the burger bun so that they could be better seen.

The Independent Television Commission said this gave a "misleading impression of the amount of toppings supplied with the product" and ordered the fast-food chain not to repeat the advert.

toppings clearly on the edge of the bun there, yup. what is the world coming to?

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.